Demystifying Tourists’ Intention to Visit Destination on Travel Vlogs: Findings from PLS-SEM and fsQCA

With the advent of digital technologies (i.e., social media), tourism has evolved its marketing strategies. Even though published literature discusses importance content on media from various consumer perspectives, much more work must be done to examine how consumers make travel decisions based content. This study proposes a model for analyzing intent motivations (e.g., novelty, entertainment, and relaxation) watch videos. Consumers' intentions are influenced by trust parasocial relationships. Through an online survey, 215 responses were collected analyzed using structural equation modeling (SEM) approach Smart-PLS 3.0 fuzzy set qualitative comparative analysis (fsQCA). In study, relaxation ranked most highly among three viewers videos YouTube building contrast, seeking entertainment likely form trust, which will result in consumers' travel. Based intermediate solutions generated fsQCA, two causal configurations can used explain The also theoretical practical guidelines depth. Doi: 10.28991/ESJ-2023-07-03-015 Full Text: PDF